* This article reveals some plot details.

The 111-minute film "The Scent of Pho," which premiered during Tet Binh Ngo, is more than a culinary drama; it is a profound exploration of Vietnamese culture. Directed by Minh Beta, the movie delves into the complexities of traditional cuisine and family legacy, centering on an intergenerational conflict within a family dedicated to making pho. This cultural narrative has not only captivated domestic audiences but has also expanded its reach internationally, currently screening in theaters across the United States, Canada, the United Kingdom, Germany, Norway, the Czech Republic, and Slovakia. Upcoming premieres include Poland on 20/3, Australia on 26/3, and Japan on 17/4.

At the heart of the story is Mr. Mui (played by Xuan Hinh), a patriarch immensely proud of his ancestral pho business. His central dilemma is finding a successor, and he hopes to pass the trade to his granddaughter. However, this ambition faces strong opposition from his daughter-in-law, Trinh (Thu Trang), who wishes to spare her child the arduous life of a pho maker. Their differing views ignite a series of tragicomic situations as both father-in-law and daughter-in-law devise ways to outmaneuver each other.

Culture is a pervasive element throughout "The Scent of Pho." The film is steeped in Northern Vietnamese flavor, with evocative settings in Hanoi and Nam Dinh, featuring two rival pho stalls, Mui and Dan. Scenes of an old house in Hang Be, bustling streets, vendor calls, and lively conversations vividly recreate the ambiance of a bygone era. The production team meticulously integrated traditional art, from Hang Trong folk paintings depicting a vibrant Mid-Autumn Festival in the main character's bedroom to graphics inspired by Dong Ho paintings for a Chau van performance, highlighting daily life with bright colors. Details like baked brick courtyards and blue glazed vases with Bat Trang patterns further enrich the Vietnamese spirit.

The pho stall setting in the film. *Photo: Film crew*

Minh Beta also brought the UNESCO intangible cultural heritage of Mother Goddess worship (recognized in 2016) to the big screen. Medium Dieu Minh Chau portrays a spirit medium, while artist Xuan Hinh plays the dan nguyet and sings lead alongside Meritorious Artist Thanh Thanh Hien. The film's folk melodies, particularly those utilizing the pentatonic scale, resonate with diverse audiences through their modern, youthful, and appealing style. The crew conducted thorough research to ensure the authenticity of this grand scene. Xuan Hinh expressed his hope that the film would inspire young people to appreciate their national culture.

The director explores Mother Goddess worship in the film. *Photo: Film crew*

Director Minh Beta revealed that the film was conceived over four years, with the team acknowledging from the outset that financial profit was unlikely. "However, the crew still pioneered telling a story in a different way compared to the market," he stated. Despite initial skepticism upon its release, "The Scent of Pho" later garnered positive feedback from both audiences and industry professionals. Producer Do Minh Phuong, speaking with VnExpress, emphasized that these cultural elements underscore the film's commitment to telling an authentic Vietnamese story, unadulterated by fleeting trends. "Respect for the national spirit gives the work weight. In the film, culture is not just a background element but plays a crucial role in guiding viewers' emotions," he explained.

A representative from Lotte Entertainment Vietnam highlighted that audiences frequently appreciate films that delve into cultural depth and national identity. Industry data indicates that the total revenue for the theatrical film market during Tet 2026 increased by about 160% compared to the previous year. This sentiment was echoed by Thanh Trung (30, Ho Chi Minh City), who commented, "I and many others are attracted by family themes and cultural identity. When Vietnamese culture is meticulously explored, traditional values become a strength for Vietnamese films to win over viewers." Nguyen Minh Anh (Hanoi) similarly remarked, "'The Scent of Pho' is like a 'perfectly flavored' Northern pho bowl, crafted by Minh Beta's team from Vietnamese cultural material. After this debut work, the director is no longer seen just as trying his hand but can begin to create expectations for subsequent projects bearing his unique mark."

Mr. Mui and his granddaughter chatting. *Photo: Film crew*

Beyond the domestic market, "The Scent of Pho" is expanding its international presence, sharing its distinct Vietnamese story with audiences globally. Partner 3388 Films will handle distribution in Japan. Lotte Entertainment is responsible for distribution in other countries and territories not previously mentioned.

Dong Ve